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Heineken to revolutionise the at-home beer experience with Marc Newson collaboration


Amsterdam - HEINEKEN today unveiled a global collaboration with the award winning designer, Marc Newson. The partnership promises to create a concept that is set to revolutionise the way beer is experienced and enjoyed at home.

After months of preparation between Marc Newson and HEINEKEN’s innovation and design teams, behind the scenes images of the design process have been released, ahead of the new concept global launch next month in the design capitals of the world, Paris and Milan.

HEINEKEN’s research and development team has been tracking trends and drinking behaviours and found that consumers are looking to enjoy an upscale drinking experience in their own homes. The collaboration with the award winning Newson is designed to address this. He brings with him a wealth of experience in the design world; he has worked with a range of global clients to create industry leading designs, including furniture, kitchenware and technology. The dynamic partnership between HEINEKEN and one of Time Magazine’s 100 Most Influential People in the World, is set to revolutionise the at-home beer experience for consumers.

Alexis Nasard, Chief Marketing Officer and President of Western Europe at HEINEKEN, said, “Design and innovation is at the core of HEINEKEN’s history, and we’ve been innovating for over 140 years to constantly create the best possible drinking experience. Marc Newson shares our innovative and progressive thinking, so we’re positive our concept will appeal to beer lovers globally.”

François-Xavier Mahot, Senior Director Global Innovation at HEINEKEN, said, “We spotted the opportunity to create a premium but playful at home drinking experience for consumers. The success of products such as coffee machines shows the importance of developing an iconic high end home appliance. We collaborated with Marc to create a contemporary concept that was based on quality, technology and cutting edge design.”

Marc Newson, designer, said, “I’ve always admired HEINEKEN, and noted the emphasis they place on high quality design for their product portfolio. We’ve started working on an exciting project which will be revealed later on this year, and are looking forward to seeing how consumers will embrace this innovation.”

Design and innovation is at the core of HEINEKEN’s history, the iconic green bottle from HEINEKEN is where it all began. Since then, the bottle has been updated to fit the needs of the design-conscious consumers. This has continued throughout the company’s history and this new project is again an extension of its continued desire to innovate and create stylish contemporary products.

For more information about HEINEKEN, please visit and for more information on Marc Newson, please visit


Editorial information:
HEINEKEN is a proud, independent global brewer committed to surprise and excite consumers with its brands and products everywhere. The brand that bears the founder’s family name - Heineken® - is available in almost every country on the globe and is the world’s most valuable international premium beer brand. The Company’s aim is to be a leading brewer in each of the markets in which it operates and to have the world’s most valuable brand portfolio. HEINEKEN wants to win in all markets with Heineken® and with a full brand portfolio in markets of choice. The Company is present in over 70 countries and operates more than 165 breweries. HEINEKEN is Europe’s largest brewer and the world’s third largest by volume. HEINEKEN is committed to the responsible marketing and consumption of its more than 250 international premium, regional, local and specialty beers and ciders. These include Heineken®, Amstel, Anchor, Biere Larue, Bintang, Birra Moretti, Cruzcampo, Desperados, Dos Equis, Foster’s, Newcastle Brown Ale, Ochota, Primus, Sagres, Sol, Star, Strongbow, Tecate, Tiger and Zywiec. Our leading joint venture brands include Cristal and Kingfisher. The number of people employed is over 85,000. Heineken N.V. and Heineken Holding N.V. shares are listed on the NYSE Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on the Reuter Equities 2000 Service under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTC: HEINY) and Heineken Holding N.V. (OTC: HKHHY). Most recent information is available on HEINEKEN’s website:

Photo caption:
Creative Collaboration: Iconic designer Marc Newson, HEINEKEN’s Senior Director Global Innovation François-Xavier Mahot and Global Brand Design Manager Mark van Iterson, review early blueprints of HEINEKEN’s ground-breaking new product, set to revolutionise the way beer is experienced in the home environment.

Attached images with photo caption:

1.Behind The Scenes: Marc Newson, the award winning industrial designer, puts the finishing touches to his latest product design - his first collaboration with global premium beer brand HEINEKEN. The product, which will be revealed next month, marks the coming together of two innovative brands, and is set to revolutionise the way beer is experienced in the home environment

2. The Design Lab: Iconic industrial designer Marc Newson and HEINEKEN’s innovation and design teams work on early designs for an innovative new product which will change the at-home beer drinking experience. The product, which will be revealed next month, will launch in 2014.


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